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On Your Mark - IIM Kashipur Marketing Club

OnYourMark, Marketing Club, IIM Kashipur Our mission is to expand learning beyond the classroom :)

OnYourMark, The Marketing Club of IIM Kashipur focuses on empowering marketing enthusiasts to be the most innovative and effective marketers in the industry.

08/09/2021

"For the strength of the Pack is the Wolf, and the strength of the Wolf is the Pack"

- Rudyard Kipling, The Jungle Book

We are thrilled to introduce the young go-getters of OYM who are the newest additions to our family!

Warmest Welcome! ❤️

03/05/2021

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐁𝐥𝐮𝐧𝐝𝐞𝐫𝐬: Orbitz Soda
In 1997, Clearly Canadian launched its unique beverage called“Orbitz Soda”; A fruit-flavored beverage with small edible balls floating in it. This soda was designed to be the most wanted product of the 90’s.

𝐖𝐡𝐲 𝐰𝐚𝐬 𝐢𝐭 𝐬𝐨 𝐬𝐡𝐨𝐫𝐭-𝐥𝐢𝐯𝐞𝐝?
Talking about the taste, the soda had revolting combinations of flavors such as Pineapple, Banana, Cherry & Coconut. The tiny, neon balls of gelatin were tasteless and dense. They were focusing more on looks rather than taste. Also, talking about the marketing, they were not able to clearly identify the consumer needs.

𝐋𝐞𝐚𝐫𝐧𝐢𝐧𝐠𝐬:
The company should have focussed more on the taste rather than the looks due to its terrible taste, it led to failure. Also, instead of going with the assumption that consumers will fall for appearance, they would have instead conducted user testing to make sure the taste of the beverage was appreciated.

Orbitz Soda

27/03/2021

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐁𝐥𝐮𝐧𝐝𝐞𝐫𝐬: 𝐀𝐩𝐩𝐥𝐞 𝐍𝐞𝐰𝐭𝐨𝐧

Apple Newton featured an innovative handwriting feature where users wrote on the device’s screen with a stylus pen and the Newton would translate the handwriting into digital text. Apple’s marketing boasted that the Newton could take notes as easily as “a piece of paper.”

𝐖𝐡𝐲 𝐰𝐚𝐬 𝐢𝐭 𝐬𝐨 𝐬𝐡𝐨𝐫𝐭-𝐥𝐢𝐯𝐞𝐝?

Apple Newton was a very expensive product. It was aimed at a less-than-ready demographic. A lot of consumers were still using Day-Timer for calendaring and address book for contact management.

Newton was too bulky, unlike the streamlined, smooth-designed iPads, iPhones, and iPods we use today. Also, the underlying operating system including the AI & OCR was awful. Also, the handwriting recognition feature did not work as well as Apple had hoped, too often resulting in an indecipherable jumble of words.

𝐋𝐞𝐚𝐫𝐧𝐢𝐧𝐠𝐬:

It is crucial to focus on the product development as per the needs of the desired customer base as Apple Newton should have focussed on letting the people just use their fingers instead of the stylus pen.

Apple

16/03/2021

We are exhilarated to announce the winners of 𝗚𝘂𝗲𝗿𝗿𝗶𝗹𝗹𝗮 𝗠𝗮𝗿𝗳𝗮𝗶𝗿 (GMF 6.0), 𝘐𝘐𝘔 𝘒𝘢𝘴𝘩𝘪𝘱𝘶𝘳’𝘴 𝘪𝘯𝘵𝘳𝘢-𝘤𝘰𝘭𝘭𝘦𝘨𝘦 𝘦𝘷𝘦𝘯𝘵.
We would like to congratulate the winner Team The Three Marketeers, 1st Runner Up Team TFC, and 2nd Runner up Team Invincible.

Special thanks to our Professors Utkarsh and Somnath Chakrabarti for taking time out of their busy schedules to judge our event.
We extend our gratitude to all the contestants for their participation and appreciate your efforts in making this event successful.

.0

06/03/2021

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗕𝗹𝘂𝗻𝗱𝗲𝗿𝘀 – 𝗕𝗿𝗮𝗻𝗱 Volkswagen Phaeton
In 2002, Volkswagen launched a brand new car model called the Phaeton. It was described as a premium class, full-size luxury vehicle and marketed worldwide. The Phaeton was aimed at the luxury category with customers who were inclined to buy from BMW, Mercedes-Benz, Audi & Lexus.
Why was it so short-lived?
Simply, bad marketing, lack of understanding of product positioning, and demographic miscalculation. Historically, Volkswagen has always been known for making affordable cars for the masses. So, trying to build and sell a luxury brand created a cognitive dissonance with the target demographic who could not understand why they have to spend $70K for a VW badged car. Other car companies have successfully created luxury products by changing the name of the original brand.
Learnings:
It is essential to understand how to position the products as conflicting with the customer’s thought process will eventually lead to the failure of the brand. Here, Volkswagen should have created and marketed the Phaeton as a separate and distinct brand Volkswagen.

Volkswagen Phaeton

23/02/2021

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗕𝗹𝘂𝗻𝗱𝗲𝗿𝘀 – 𝗕𝗿𝗮𝗻𝗱 𝗠𝗶𝗰𝗿𝗼𝘀𝗼𝗳𝘁 𝗭𝘂𝗻𝗲

𝗭𝘂𝗻𝗲 𝗠𝗲𝗱𝗶𝗮 𝗣𝗹𝗮𝘆𝗲𝗿 𝗼𝗻 𝗙𝗹𝗶𝗰𝗸𝗿

Microsoft’s Zune was a portable media player that was first launched in November 2006. Zune HD was launched in 2009. However, by 2011, Zune players were discontinued.

𝗪𝗵𝘆 𝘄𝗮𝘀 𝗶𝘁 𝘀𝗼 𝘀𝗵𝗼𝗿𝘁-𝗹𝗶𝘃𝗲𝗱❓
Lack of Innovation, Bad timing, and Insufficient Marketing were the main factors leading to the failure of the brand. The creators of the Zune did not release a product that was filling a gap for users’ needs. It seemed as if it was simply there as Microsoft’s way to compete with Apple’s products. As the product was having similar features as that of the iPod.

𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴𝘀:
It’s crucial to incorporate innovation while building up a product as no amount of marketing probably would be able to make up for the lack of innovation anyway.

Zune Apple

15/02/2021

We are thrilled to announce the winners of Markaholic’21- 𝗔 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝘆 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻 conducted as part of Agnitraya 7.0

We would like to congratulate the winner Team Carbon, 1st Runner Up Team The Casual Conquerors, and 2nd Runner up Team Girls Rule.

We would also like to specially thanks Gurpreet Marwah and Rinesh Jain for taking time out of their busy schedule to judge our event.

Special thanks to our sponsors Edu4Sure, Our title sponsor Aveo, and Co-sponsor India glycols limited, Delhi

We extend our gratitude to all the contestants for their participation and appreciate your efforts in making this event successful.

’21

10/02/2021

𝗢𝗻𝗬𝗼𝘂𝗿𝗠𝗮𝗿𝗸-𝗧𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗖𝗹𝘂𝗯 𝗼𝗳 𝗜𝗜𝗠 𝗞𝗮𝘀𝗵𝗶𝗽𝘂𝗿 heartily congratulates the winners of the 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗥𝗲𝘀𝘂𝗿𝗿𝗲𝗰𝘁𝗶𝗼𝗻 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻, where the failed products breathe a new life through innovative and creative ideas.

We applaud the other participants for putting in exemplary efforts and wish them good luck in their future endeavors.

Congratulations Team Market Troopers, Team Concept Squad, and Team MeowKing

08/02/2021

𝗥𝘂𝗿𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴:

It is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchange (for rural segments) that satisfy individual and organizational objectives.

4A’s – The key factors in a rural market
· Availability
· Acceptability
· Awareness
· Affordability

We can see multiple brands tweaking their marketing mix for the rural market such as

HDFC Bank Festive treats is the rural phase of HDFC’s financial services, where rural and semi-urban consumers will be able to avail offers specially created for them, like discounted processing fees for loans, reduced EMI’s, and discounts on 1000+ brands

Similarly, CavinKare introduced 4ml sachets of Chik shampoo priced 50 paisa each at a time when other shampoos were sold in Rs. 2 packs

Do let us know in the comments below any other brand who tweaked their product or service for the rural market

30/01/2021

‘Offensive towards Women’: Myntra to Change Logo after Complaint

E-commerce website Myntra has decided to change its logo after a complaint was filed by a Mumbai-based NGO alleging that it was ‘offensive towards women’.

Naaz Patel of Avesta Foundation filed a complaint in December 2020, seeking action against the online store, for the 'offensive logo'.

It’s said beauty lies in the eyes of the beholder, isn’t it vulgarity too?

Do let us know in the comments below regarding your opinion on the same.

12/01/2021

𝗦𝘂𝗿𝗿𝗼𝗴𝗮𝘁𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴

Surrogate means “substitute”. It is an escape route for the brands to promote their products. The companies go out of their way to create innovative strategies to attract as much attention from consumers and communicate effectively to sell a product, service, or idea which they could not do otherwise.

Surrogate Marketing is used by the brands to promote the products through brand extension, proxy commercials, promotion through movies, social media, campaigns, organizing events & Sponsorship

For-example: Recently Budweiser Brewing Company APAC forayed into the clothing industry by Budweiser Streetwear Co. to make apparel and face masks in partnership with Myntra.

Let us know in the comments below where you have observed surrogate marketing as a vital strategy for a company.

03/01/2021

𝗠𝗘𝗠𝗘𝗦 – 𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴

𝗠𝗲𝗺𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 is a kind of marketing in which memes from various mediums like word of mouth and social media networks are used to fulfill marketing goals. It is a practice of using users to promote a brand or product by creating appealing, engaging, and fast-spreading news or content.

Memes are so prolific that millennials and Gen Z are sharing thousands of memes every day on social media. This gives brands plenty of opportunities to engage with their audience.

Though Meme Marketing appears to be an easy affair, agencies often struggle with it. The key to it is being relatable, funny and at the same time the brand shouldn’t come off as trying too hard otherwise it can lead to a bad reputation.

As seen in some of these examples, meme marketing can be used for multiple causes. What is important is 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆, 𝗿𝗲𝗹𝗮𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆, 𝗮𝗻𝗱 𝗵𝘂𝗺𝗼𝗿.

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Indian Institute Of Management Kashipur
Kashipur
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